The snacking trend—particularly one that replaces meals with multiple healthy snacks throughout the day—is catching on in America, with nearly two-thirds of adults claiming to snack between meals. In fact, roughly 40 percent of adults say they eat several small meals throughout the day compared to almost 35 percent in 2005. This trend emphasizes healthier eating, an idea reinforced by the Dietary Guidelines announced last week that warned against consuming too much added sugar.

But while Americans are making healthier food choices throughout the day, a recent study by market analyst Packaged Facts shows there is still a pervasive desire to indulge in treats they know won’t help their waistlines. However, when possible, consumers want and seek out healthier or ‘better for you’ versions of their favorite treats.